CHAPTER-I

1.1 INTRODUCTION OF THE STUDY

Accessibility of natural information and yield is basic for enhance of natural framing
in the nation. Advancement of effective showcasing framework is the need of great
importance for fortifying the natural generation in India. This paper made an unassuming
endeavour to understanding the customer discernment about natural item and advertising in
Coimbatore city.

The outcomes reasoned that the greater part of the customer particularly in urban
individuals lean toward natural nourishment item. Advertising of natural item is so poor in
ponder region so the interest for natural item is increments yet supply is low. The real reasons
are natural maker are low, sufficient market office isn't there, few number of shops, absence
of mindfulness, et cetera. Consequently, if agriculturist and also government offer enthusiasm
to natural cultivating effortlessly improving great promoting framework in Tamilnadu.

Natural homestead creation and exchange has risen as a vital division in India as in
different parts of the creating scene, and is viewed as an essential methodology of
encouraging manageable improvement. The improvement of natural agribusiness in India is
getting expanding consideration among the rancher/Producers, processors, merchant,
exporters and buyers. Over the previous decade utilization examples of customer will be
change particularly in sustenance utilization since all buyer to eat natural nourishment in
view of the discernment is to eat the natural sustenance is useful for wellbeing and it's
develops with utilization of natural manual and utilize common asset, so purchaser conduct
will be move to natural sustenance thing, and quality and security in sustenance draw in
shopper enthusiasm for natural nourishment that is free from pesticides and concoction build-
ups. Natural agribusiness is delivered with a goal to create sound and quality nourishments
without utilizing manufactured synthetic items.

1.2 Organic product

The term “organic” refers to the way agricultural products are grown and processed.
While the regulations vary from country to country, in the U.S., organic crops must be
grown without the use of synthetic c pesticides, bioengineered genes (GMOs), petroleum-
based fertilizers, and sewage sludge-based fertilizers.

1
 Organic livestock raised for meat, eggs, and dairy products must have access to the
outdoors and be given organic feed. They may not be given antibiotics, growth hormones, or
any animal by-products.

Organic vs. Non-Organic

Organic produce: Conventionally-grown produce:

Grown with natural fertilizers (manure,

Grown with synthetic or chemical fertilizers.
compost).

Weeds are controlled naturally (crop rotation, Weeds are controlled with chemical
hand weeding, mulching, and tilling). herbicides.

Pests are controlled using natural methods

(birds, insects, traps) and naturally-derived Pests are controlled with synthetic pesticides
pesticides.

Organic meat, dairy, eggs: Conventionally-raised meat, dairy, eggs

Livestock are given growth hormones for

Livestock are given all organic, hormone- and
faster growth, as well as non-organic, GMO
GMO-free feed.
feed.

Disease is prevented with natural methods

Antibiotics and medications are used to
such as clean housing, rotational grazing, and
prevent livestock disease.
healthy diet.

Livestock may or may not have access to the

Livestock must have access to the outdoors.
outdoors.

The benefits of organic food

How your food is grown or raised can have a major impact on your mental and
emotional health as well as the environment.

2
 Organic foods often have more beneficial nutrients, such as antioxidants, than their
conventionally-grown counterparts and people with allergies to foods, chemicals, or
preservatives often find their symptoms lessen or go away when they eat only organic foods.

Organic produce contains fewer pesticides. Chemicals such as fungicides, herbicides, and
insecticides are widely used in conventional agriculture and residues remain on (and in) the
food we eat.

Organic food is often fresher because it doesn’t contain preservatives that make it last
longer. Organic produce is often (but not always, so watch where it is from) produced on
smaller farms near where it is sold.

Organic farming is better for the environment. Organic farming practices reduce
pollution, conserve water, reduce soil erosion, increase soil fertility, and use less energy.
Farming without pesticides is also better for nearby birds and animals as well as people who
live close to farms.

Organically raised animals are NOT given antibiotics, growth hormones, or fed animal
by-products. Feeding livestock animal by-products increases the risk of mad cow disease
(BSE) and the use of antibiotics can create antibiotic-resistant strains of bacteria.
Organically-raised animals are given more space to move around and access to the outdoors,
which help to keep them healthy.

Organic meat and milk are richer in certain [Link] of a 2016 European study
show that levels of certain nutrients, including omega-3 fatty acids, were up to 50 percent
higher in organic meat and milk than in conventionally raised versions.

Organic food is GMO-free. Genetically Modified Organisms (GMOs) or genetically

engineered (GE) foods are plants whose DNA has been altered in ways that cannot occur in
nature or in traditional crossbreeding, most commonly in order to be resistant to pesticides or
produce an insecticide.

Organic food vs. locally-grown food

Unlike organic standards, there is no specific definition for “local food”. It could be
grown in your local community, your state, your region, or your country. During large
portions of the year it is usually possible to find food grown close to home at places such as a
farmer’s market.

3
The benefits of locally grown food

Financial: Money stays within the local economy. More money goes directly to the farmer,
instead of to things like marketing and distribution.

Transportation: In the U.S., for example, the average distance a meal travels from the farm
to the dinner plate is over 1,500 miles. Produce must be picked while still unripe and then
gassed to “ripen” it after transport. Or the food is highly processed in factories using
preservatives, irradiation, and other means to keep it stable for transport.

Freshness: Local food is harvested when ripe and thus fresher and full of [Link] local
farmers often use organic methods but sometimes cannot afford to become certified organic.
Visit a farmer’s market and talk with the farmers to find out what methods they use.

1.3 STATEMENT OF THE PROBLEM

The investigation is directed to know the issue looked by the utilizing non-natural
items which has concoction composts contribution to get more yield of the items today the
world requires new talk and advancement which are prompts the potential purchasers
utilization of unsafe to the buyers have mindfulness on natural items began purchasing and
using for their general utilization the analyst demonstrates enthusiasm on the positive effect
to the general public subsequently this specific examination has been completed.

1.4 REVIEW OF LITERATURE

Goldsmith and Goldsmith (2015) discussed the role of social influence in

sustainable household behavior. Supporting the social influence theory, the author
postulated the dominant role of family members, neighbors and other social groups in
shaping individual behavior. Study also discussed that individual behavior depends to a
large extent on approval or disapproval of the behavior by socialgroups.

Joshi and Mishra (2016) conducted a study in India (Maharashtra) to study

consumers’ level of awareness about environment friendly car (EFC). With the sample of
500 consumers, the study tested the effect of age and geographical region on the awareness
level. Results of the study showed that age was insignificant, whereas geographical area was
significant in determining the differences in awareness level of consumers regarding EFC.

4
 Oliver et al. (2017) surveyed 405 household residents of Cape Peninsula, South
Africa to investigate their willingness to pay premium price for green electricity. The study
proposed a model including 12 individual and structural factors to test their influence on
willingness to pay more for green electricity. Firstly, spearman rank correlation was used to
test the relationship of each factor with willingness to pay more for green electricity. Results
of the correlation confirmed significant relationship of each variable with willingness to pay
more. Subsequently, multiple logistic regression model was performed in the step wise
fashion in order to examine the joint effect of all variables on willingness to pay more.

Akehurstet al.(2017) attempted to examine the determinants of ecologically

conscious consumer behavior (ECCB), profile of the green consumers, and the relationship
of ECCB with green purchase intention (GPI) and green purchase behavior (GPB).

A sample of 186 respondents was taken from Portugal. The data was analyzed using
multiple linear regression analysis. The study used both socio demographic and
psychographic variables in determining the ECCB. Results of the analysis revealed that
psychographic variables were more appropriate than socio demographic variables in
explaining the ECCB. It was further found that respondents with higher ecologically
conscious behavior exhibited higher GPI.

Sirangi (2018) investigated green consumer behavior of post graduate teachers of

arts, commerce, science and technology and pharmaceutical sciences of Andhra Pradesh
University, Andhra Pradesh, India. The study found that university teachers preferred
Magazines and TV as most important sources of environmental information of products.
Also, 82.5% respondents were found to be aware of all of the green products.

Zhu (2018) explored the effect of green advertising on consumer purchase intention
of green products. A sample of 313 students was selected from Shanghai, China and the
data was analyzed using regression analysis. The study proposed a conceptual framework
to establish the relationship between green advertising and consumer purchase intention to
buy green products. Findings revealed that credibility of the claims made by the green ads
and consumer attitude towards the green ads significantly affected consumer intention to
purchase green products.

5
1.5 OBJECTIVES OF THE STUDY

 To study about the customer satisfaction towards organic products

 To know about the factors influencing the customer to buy the product

 To know the opinion of customers

 To examine the source of an awareness

1.6 SCOPE OF THE STUDY

Natural nourishment advances an equalization of human, other living beings and the
nature. It likewise advances no fake additives and best keep up the inventiveness of
nourishment. This anticipates abundance utilize destructive fixings and in this manner
guarantees wellbeing. This examination endeavoured to pick up information about shopper
state of mind towards natural nourishment item utilization and to see whether there is any
potential this may have for changing their conduct.

The reason for doing this examination is that thought for the earth could come just
from very much educated residents who know about, and completely dedicated to their rights
to a quality wellbeing and condition. In any case, before any conduct can be transformed, it
is important to assess the present condition of shoppers' mindfulness and information. Thusly
purchaser's state of mind, recognition towards natural nourishment items, eagerness to pay
for natural sustenance item and expectation to buy natural nourishment will be the
fundamental motivation of this investigation

1.7 RESEARCH METHODOLOGY

METHODOLOGY OF THE STUDY

Methodology refers to the study of methods from which we can obtain knowledge. It
is one of the scientific ways of solving problems.

1.7.1 Primary data

The primary data are those which are collection a fresh and for the first time and this
happens to be original in character.

6
Methods used for collecting primary data a

[Link]

[Link] interview

1.7.2 Secondary data

Secondary data are those which have already been collection by someone also which
have undergone statistical process. methods used for collecting secondary data

[Link] and magazines?

[Link] website?

1.7.3 AREA OF THE STUDY

The area of the study refers to Coimbatore city.

1.7.4 SOURCES OF DATA

The study used both primary data as well as secondary data. The data was collected
from 50 consumers by questionnaire method.

1.7.5 SAMPLE AND SIZE

The study based on primary data. The primary data had collected from selected consumers on
Simple Random sampling techniques and Retail outlets of Organic products, Organic
Products Marketing Agencies.

1.7.6 STATISTICAL TOOLS USED

Simple percentage analysis is used in the study for the purpose of analysis.

Simple percentage analysis

Percentage refers to special find of ratio, percentage are used to make a

comparison between two or more serious of data the percentage method is
sometimes used for describing relationship since the percentage reduce
everything to common baseand allow meaningful comparison to be made.

7
 NO OF RESPONDENT
Simple percentage analysis= X 100
TOTAL NO . OF RESPONDENTS

1.8 LIMITATIONS OF THE STUDY

 The study was conducted in and around Coimbatore area only. Hence the results may
not be applicable to other geographical areas

 The size of the sample is low when compared to the total population

 The study was limited to extend of abilities and willingness of the respondents to
answer appropriately to the questions

1.9 CHAPTER SCHEME

CHAPTER-I

 The deals with introduction of the study, statement of the problem, scope of the study,
research methodology, statistical tools used for the study, limitations of the study and
chapter scheme.
 It deals with review of literature collection from previous studies.

CHAPTER-II

 It deals with profile of the study.

CHAPTER-III

 It deals with data analysis and interpretation of the collection data about conception
towards consumer preference for branded spice products.

CHAPTER-IV

 It deals with the findings, suggestions and conclusion of the study.

8
 CHAPTER-II

PROFILE OF THE RESPONENDENTS

2.1 INTRODUCTION

In order to understand the socio economic status of the member, the data regarding age,
education, marital status, occupation, annual income were collected and analyzed.

PROFILE OF RESPONENDENTS BASED ON AGE

TABLE – 2.1

Profile of the Respondents Based on Age

AGE NO OF RESPONDENTS PERCENTAGE

Below18 years 10 10

18-30 years 25 25

30-45 years 40 40

Above 45 years 25 25

Total 100 100

INTERPRETATION

The respondents are classified into four age groups namely, Below18, 18-30, 30-45, 45 &
above. It indicates that 40 percentage of respondents who are between 30to 45 are in the
productivity span of life. The other three age groups are 18-30, 30-45 and above 45 and above age
for well experienced customers who have adequate and rich knowledge about cosmetics product
majority of respondents 30-45 years 40%used in organic product.

9
 CHART- 2.1

AGE WISE CATEGORY OF RESPONDENTS

Chart Title
45
40
35
30
25
20
15
10
5
0
Below18 years 18-30 years 30-45 years Above 45 years

10
PROFILE OF THE RESPONDENTS GENDER OF RESPONDENTS

TABLE – 2.2

Profile of the Respondents Gender of Respondents

GENDER [Link] RESPONDENTS PERCENTAGE

Male 32 32

Female 68 68

Total 100 100

INTERPRETATION

The above table shows that out of the total respondents taken for the study, 32 per cent of
the respondents are male and 68 percent of the respondents are female. The majority of
respondents are belonging to female category. In this Area, the female population has just now
started taking up dual career for economic independence, so compared to the males, female
respondents are [Link] of the respondent gender female 68% used in organic product.

11
 CHART- 2.2

GENDER OF RESPONDENTS

Male Female

12
PROFILE OF THE RESPONDENTS MARITAL STATUS OF
RESPONDENTS

TABLE – 2.3

PROFILE OF THE RESPONDENTS MARITAL STATUS OF RESPONDENTS

MARITAL STATUS NO OF RESPONDENTS PERCENTAGE

75 75
Married

25 25
Unmarried

100 100
Total

INTERPRETATION

From the above table, it is observed that 75 per cent of the respondents belong to married
category and 25 percentages of the respondents belong to unmarried category. Numbers of
unmarried are more in comparison to the number of married respondents. The majority of
respondents belong to married category. Majority of the respondents married 75%used in organic
product.

13
 CHART- 2.3

MARITAL STATUS OF RESPONDENTS

MARITAL STATUS OF RESPONDENTS

120
100 100
100

80 75 75

60

40
25 25
20

0
Married Unmarried Total

NO OF RESPONDENTS PERCENTAGE

14
 PROFILE OF THE RESPONDENTS EDUCATIONAL QUALIFICATION
OF

RESPONDENTS

TABLE-2.4

PROFILE OF THE RESPONDENTS EDUCATIONAL QUALIFICATION OF

RESPONDENTS

NO OF
EDUCATIONAL QUALIFICATION PERCENTAGE
RESPONDENTS

Higher Secondary Level 25 25

Diploma/Graduation 40 40

Post-Graduation 05 05

Others 30 30

Total 100 100

INTERPRETATION

The above table 3.4 indicates that, only 25 percentage of the respondents are having Higher
Secondary Level, 40 percentage of sample respondents are having Diploma/Graduation, 05 percentage are
having Post-Graduation, and 30 percentage are having others. Hence, it is concluded that a majority of the
sample respondents are Diploma/graduates which is more than sufficient to using cosmetics product more
effectively. Majority of the respondents Diploma/Graduation 40%used in organic product.

15
 CHART-2.4

EDUCATIONAL QUALIFICATION OF RESPONDENTS

EDUCATIONAL QUALIFICATION

25; 25%
30; 30% Higher Secondary Level
Diploma/Graduation
Post-Graduation
Others

5; 5%

40; 40%

16
 PROFILE OF THE RESPONDENTS MONTHLY INCOME

TABLE-2.5

PROFILE OF THE RESPONDENTS MONTHLY INCOME

MONTHLY INCOME FREQUENCY PERCENTAGE

Below Rs.10000 25 25

Rs.10001-Rs.20000 50 50

Rs.20001-Rs.30000 20 20

Rs.31000&Above 05 05

Total 100 100

INTERPRETATION

The above table 3.5 clearly shows that 25 percentage of the respondents belong to income
level of less than Rs.10000. 50 per cent of the respondents belong to income level of Rs.10001 -
Rs20000, 20 percentage of the respondents belong to income level of Rs.20001-Rs 30,000, and
remaining 5 percentage of the respondents belong at the high income level of above
[Link] of the respondents Rs.10001-Rs.20000 50%used in organic product.

17
 CHART-2.5

MONTHLY INCOME

MONTHLY INCOME
60
50 50
50

40

30
25 25
20 20
20

10
5 5

0
Below Rs.10000 Rs.10001-Rs.20000 Rs.20001-Rs.30000 Rs.31000&Above

Series1 Series2

18
 PROFILE OF THE RESPONDENTS OCCUPATION STATUS

TABLE-2.6

PROFILE OF THE RESPONDENTS OCCUPATION STATUS

OCCUPATION NO. OF RESPONDENTS PERCENTAGE

Government Employee 20 20

Private Employee 50 50

Self-Employee 10 10

Others 20 20

Total 100 100

INTERPRETATION

Table 3.6 reveals the occupation wise distribution of respondents. Government employees
are using cosmetics product at 20 Out of 100 respondents, 50 who using cosmetics product for 50
per cent of the respondents are Private Employee. It is clear that, the Private Employee is using
cosmetics product which are useful and time saving in the busy world. Next self-employees at 10
per cent and other employees at 20 percentages. Majority of the respondent private employee 50%
used in organic product.

19
 CHART-2.6

OCCUPATIONAL STATUS

OCCUPATIONAL STATUS

20; 20% 20; 20%

Government Employee
Private Employee
Self-Employee
10; 10% Others

50; 50%

20
 CHAPTER-III

LEVEL OF SATISFACTION

PROFILEOF THE BASED ON AWARENESS ORGANIC PRODUCT

TABLE-3.1

PROFILE OF THE BASED ON AWARNESS ORGANIC PRODUCT

AWARENESS [Link] RESPONDEND PERCENTAGE

Television 30 30%

Newspaper 20 20%

Magazine 10 10%

Friends &Relative 40 40%

Total 100 100%

INTERPRETATION

Table 4.1 reveals the awareness wise distribution of respondents. Television is using
cosmetics product at 30 Out of 100 respondents, 20 who using cosmetics produced for 20 per cent
of the respondents are newspaper. It is clear that, the Private Employee is using cosmetics
product which are useful and time saving in the busy world. magazine at 10 per cent and friends
& relative 40percent. majority of the respondent friends & relative 40%used in organic product.

21
 CHART-3.1

PROFILEOF THE BASED ON AWARENESS ORGANIC PRODUCT

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
Television Newspaper Magazine Friends
&Relative

22
 PROFILE OF THE BASED ON TYPES OF PRODUCT IN THE
ORGANIC PRODUCT

TABLE-3.2

PROFILE OF THE BASED ON TYPES OF PRODUCT IN THE

ORGANIC PRODUCT

PRODUCT [Link] RESPONDEND PERCENTAGE

Fruit 20 20%

Vegetable 15 15%

Medicine 10 10%

Grocery 25 25%

Others 30 30%

Total 100 100%

INTERPRETATION

Table 4.2 reveals the product wise distribution of respondents. fruit are using cosmetics
product at 20 Out of 100 respondents, 15 who using cosmetics produced for 15 per cent of the
respondents are vegetable. It is clear that, the medicine is using cosmetics product which are
useful and time saving in the busy world. Grocery at 25 percentages and other [Link]
of the respondent others 30%used in organic product.

23
 CHART-3.2

PROFILE OF THE BASED ON TYPES OF PRODUCT IN THE

ORGANIC PRODUCT

Chart Title
35%

30%

25%

20%

15%

10%

5%

0%
Fruit Vegetable Medicine Grocery others

24
 PROFILE OF THE BASED ON REASON TO PREFER IN THE ORGANIC
PRODUCT

TABLE-3.3

PROFILE OF THE BASED ON REASON TO PREFER IN THE

ORGANIC PRODUCT

REASON TO PREFER [Link] RESPONDEND PERCENTAGE

Protect environment 10 10%

Prefer taste 25 25%

Ethical reason 30 30%

Quality of product 15 15%

Protect health 20 20%

Total 100 100%

INTERPRETATION

Table 4.3 reveals the product wise distribution of respondents. Protect environment are
using cosmetics product at 10 Out of 100 respondents, 25 who using cosmetics produced for 25
per cent of the respondents are prefer taste. It is clear that, the ethical reason is using cosmetics
product which are useful and time saving in the busy world. Quality of product at 15 per cent and
protect health 20percent. majority of the respondent ethical reason 30%used in organic product.

25
 CHART-3.3

PROFILE OF THE BASED ON REASON TO PREFER IN THE

ORGANIC PRODUCT

35%

30%

25%

20%

15%

10%

5%

0%
Protect Prefer Ethical Quality Protect
envi- taste reason of health
ronment product

26
 PROFILE OF THE BASED ON OPINION ABOUT USAGE OF ORGANIC
PRODUCT

TABLE-3.4

PROFILE OF THE BASED ON OPINION ABOUT USAGE OF

ORGANIC PRODUCT

OPINIONABOUT USAGE [Link] RESPONDEND PERCENTAGE

Good 15 15%

Very good 25 25%

Neutral 30 30%

Bad 10 10%

Very bad 20 20%

Total 100 100

INTERPRETATION

Table 4.4 reveals the product wise distribution of respondents. Good are using cosmetics
product at 15 Out of 100 respondents, 25 who using cosmetics produced for 25 per cent of the
respondents are very good. It is clear that, the neutral is using cosmetics product which are useful
and time saving in the busy world. Bad at 10 per cent and very bad 20percent. Majority of the
respondent neutral 30%used in organic product.

27
 CHART-3.4

PROFILE OF THE BASED ON OPINION ABOUT USAGE OF

ORGANIC PRODUCT

Chart Title
35%

30%

25%

20%

15%

10%

5%

0%
good Very neutral bad Very bad
good

28
PROFILE OF THE BASED ON LEVEL OF SATISFACTION OF ORGANIC
PRODUCT

TABLE-3.5

PROFILE OF THE BASED ON LEVEL OF SATISFACTION OF

ORGANIC PRODUCT

LEVEL OF
SATISFACTION [Link] RESPONDENTS PERCENTAGE

Satisfied 20 20%

Highly satisfied 10 10%

Neutral 15 15%

Dissatisfied 25 25%

Highly dissatisfied 30 30%

Total 100 100%

INTERPRETATION

Table 4.5 reveals the product wise distribution of respondents. Satisfied are using
cosmetics product at 20 Out of 100 respondents, 10 who using cosmetics produced for 10 per cent
of the respondents are highly satisfied. It is clear that, the neutral is using cosmetics product
which are useful and time saving in the busy world. Dissatisfied at 25 per cent and highly
dissatisfied 30percentage. Majority of the respondents highly dissatisfied 30%used in organic
product.

29
 CHART-3.5

PROFILE OF THE BASED ON LEVEL OF SATISFACTION OF

ORGANIC PRODUCT

Chart Title
35%
30%
25%
20%
15%
10%
5%
0%
d d l d
fie fie utra fie fie
d
tis tis ne ati
s s
sa sa ss ati
ly di ss
gh di
Hi ly
gh
Hi

30
PROFILE OF THE BASED ON AVAILABILITY OF ORGANIC
PRODUCTS

TABLE-3.6

PROFILE OF THE BASED ON AVAILABILITY OF ORGANIC

PRODUCTS

AVAILABILITY [Link] RESPONDEND PERCENTAGE

Super market 25 25%

Organic store 30 30%

Producer 20 20%

Other 25 25%

Total 100 100%

INTERPRETATION

Table 4.6 reveals the product wise distribution of respondents. Super market is using
cosmetics product at 25 Out of 100 respondents, 30 who using cosmetics produced for 30
per cent of the respondents are organic store. It is clear that, the producer is using cosmetics
product which are useful and time saving in the busy world. Other25 percent. Majority of
the respondents highly dissatisfied 30%used in organic product.

31
 CHART-3.6

PROFILE OF THE BASED ON AVAILABILITY OF ORGANIC

PRODUCTS

Chart Title
35%

30%

25%

20%

15%

10%

5%

0%
Super Organic producer other
market store

32
PROFILE OF THE BASED ON PURCHASE OF ORGANIC PRODUCT

TABLE-3.7

PROFILE OF THE BASED ON PURCHASE OF ORGANIC PRODUCT

PURCHASE [Link] RESPONDEND PERCENTAGE

Several time 10 10%

Once in a week 20 20%

Once in a month 25 25%

Few time a year 45 45%

Total 100 100%

INTERPRETATION

Table 4.7 reveals the product wise distribution of respondents. Several timesare using
cosmetics product at 10 Out of 100 respondents, 20 who using cosmetics produced for 20 per cent
of the respondents are once in a week. It is clear that, the once in month is using cosmetics
product which are useful and time saving in the busy world. Few time a year at 45
[Link] of the respondents few time a year 45% used in organic product.

33
 CHART-3.7

PROFILE OF THE BASED ON PURCHASE OF ORGANIC PRODUCT

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
Several Once in a Once in a Few time a
time week month year

34
 CHAPTER-IV

FINDINGS, SUGGESTIONS AND CONCLUSION

4.1 FINDINGS

 Majority of the respondent gender female 68% used in organic product.

 Majority of respondents 30-45 years 40% used in organic product.
 Majority of the respondents few time a year 45% used in organic product.
 Majority of the respondents highly dissatisfied 30% used in organic product.

 Majority of the respondent friends & relative 40% used in organic product.

 Majority of the respondents married 75% used in organic product

4.2 SUGGESTIONS

 The Creation of awareness of organic products is necessary among consumers.

 Sustained improvement in product features would lead to increase in consumption of

organic food products.

 Allocation of separate shares for organic food products in departmental stores

 To open more number of organic store

 Positioning organic food products by influencing consumer beliefs about the benefits
they derive on consuming.

35
4.3 CONCLUSION

India has enormous potential, to a great extent undiscovered, for a noteworthy leap
forward in natural farming. With the exertion of government to streamline administrative
instruments for enhance of natural deliver and mindfulness among nearby purchaser for
household utilization will clear route for quicker advancement of natural cultivating. And all
offer right hand to rancher to develop the natural item.

Customer conduct is assuming the significant job while purchasing not just natural
item any item. So the natural shops and item supply is restricted however interest for it is all
the more so agriculturist and all so government are think to enhance or expanding creation of
natural item and also great bundling, quality and market framework it enhances the way of
life rancher and all it beneficial to condition and all so it serves to government.

The dealer of the natural item are all so increment. The advertisers of natural
nourishments should be imaginative and dynamic keeping in mind the end goal to finish with
the changing buy conduct in the Organic sustenance items showcase among urban
inhabitants.

36
 BIBLIOGRAPHY

Books

1. Dr.S. P. Gupta, Statistical methods, Sultan Chand & Sons Educational Publishers, New
Delhi – 2006.

2. C. R. Kothari, Research Methodology methods and techniques, New Age International (P)
Ltd., publishing New Delhi. Ed -2004.

3. Philip Kotler, Marketing management, The Millennium Edition, Prentice – Hall of India
Private Limited, New Delhi, Ed – 2000,

4. Barry, M. (2002). What does "organic" mean to today's consumer. Natural Sensibility,
[Link]:[Link]

5. Barret et al (2006), Organic Certification and the UK Market: Organic imports from
Developing countries, Food policy,27(4) Pp.301, August 2007

JOURNALS

[Link] journal of marketing

[Link] journal of rural development

WEBSITS

[Link]

[Link]

[Link]

[Link]

37
 A STUDY ON CONSUMER SATISFACTION TOWARDS ORGANIC
PRODUCTS WITH SPECIAL REFERENCE TO SARAVANAMPATTY IN
COIMBATORE DISTRICT

QUESTIONNAIRE

1) You are in which age group

a) ˂ 18 years b) 18-30 years c) 30-45 years d) ˂ 45 years

2) Gender

a) Male b) Female

3) Marital Status

a) Single b) Married

4) Educational Qualifications of customer

a) Higher Secondary Level b)Diploma/Graduation c) Post-Graduationd) Others

5) Monthly Income of the customers

a) Below Rs.1000 b) Rs.10001-Rs.20000 c) Rs.20001-Rs.30000 d) Rs.31000&Above

6) Occupation

a)Government Employee b) Private Employee c)Self-Employee d) Others

7) How will you get awareness about organic product?

a)Television b) Newspaper c) Magazine d) Friends and Relatives

8) What are the different types of product in the organic product?

a) Fruitb) Vegetablec) Medicine d) Grocery e) Others

9)What is the reason to prefer the organic product?

a)Protect Environment b) Prefer Taste c) Ethical Reason d)Quality of

Protect e) Protect Health

10)Opinion about usage of organic product.

a)Goodb) Very Goodc) Neutrald) Bade) Very Bad

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11)What are the levels of satisfaction towards organic product?

a)Satisfied b) Highly Satisfied c) Neutral d) Dissatisfied

e) Highly Dissatisfied

12)Availability of the product

a)Super Market b) Organic Store c) Producer d) Other

13)How many times you will purchase the organic product?

a)Several Time b) Once in a Week c) Once in a Month d) Few times a Year

14) Rank the factors influence choose the organic product

[Link] Factors Rank

1 Quality
2 Quantity
3 Price
4 Availability
5 Taste of Product
6 Health Maintenance
7 Package
8 Suitable for Children
9 Advertisement

15) Suggestions if any

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